As a Customer Success Team Leader here at Sales & Orders, John oversees one of our teams of Google Shopping Specialists. When he's not glued to AdWords you can find him camping, fishing, and hanging out with his dog Isaac.
Optimization of Google Shopping campaigns comes down to more than just bid changes and other adjustments you can make in AdWords. The quality of your Product Feed will also play a huge role in the visibility of your products, as well as the relevancy of your products to the search queries used by potential customers.
What to Look For
Product titles hold the most weight when Google decides whether or not your product should be shown for a search query. Having bad product titles can be detrimental to your campaign. Short, general, and confusing titles will lead to little traffic and to your products showing up for irrelevant search queries. If you see a product is getting little to no impressions, one of the first things to consider would be the quality of the product title in the product feed.
Descriptive and straightforward titles will allow for more traffic and allow your products to show up for more relevant search queries, but always remember that Google has a 150-character limit on product titles.
Let’s look at some examples of bad product titles and what improvements can be made:
For the dog bowl, we added the brand, material, and color of the product to the title as well as more descriptive terms. Adding this additional information can allow the product to show up for more specific search terms. With the original title, the product probably would not have shown up for a search of “dexas propware travel dog bowl” because the only two matching terms are “travel” and “bowl”. The likelihood of that product showing up for a similar search term is now much greater.
For the sunglasses, we added the product number and gender to the title. Without the product number, the chances of that product showing up when people search that number are very low. Adding the gender is just another identifier that can help with relevancy and I learned that the product number is essential to a title for glasses because many search queries for these products included that number.
Using Search Query Data to Optimize Your Product Titles
When you look at search queries in AdWords and Analytics, it is important to keep Product Title Optimization in mind. If the data is telling you that certain products are being searched for with specific keywords that are not in your product title, it is a good idea to incorporate those keywords into your product titles.
For the product below, I noticed that it was getting a lot of traffic and conversions from search terms that had the word “girl” and “first” in it but the product title did not have those terms in it.
The search query data shows how people are searching for the products. By identifying trends and incorporating keywords into product titles, we are catering to how our target customer searches by using concrete data. This allows products to more frequently show up for search queries that we know drive traffic and convert.
Finding Search Queries
There are two places you may look for these search queries. The first place is in AdWords under the Keywords tab. From there you can click on the “Search Terms” button. This will show a list of terms that your products are showing up for.
The other place to find search queries is in Analytics. Click on Acquisition, then AdWords, then Search Queries. From here you will be able to see another list of all the search queries your products are showing up for.
There's Always More
In addition to your product titles, the rest of your product data plays a role as well. Your product description should be as descriptive as possible, your Google Product Category should be as specific as possible, you should include the brand if possible, and you should include a product type even though it is an optional field.
Having a Google Merchant Center Product Feed with product information that is as specific and as detailed as possible will lead to more impressions and could lead to a Google charging you a lower CPC because you will be able to show up for more specific search terms.
Google Shopping campaign optimization goes beyond what can be accomplished in AdWords. Knowing the right keywords and identifiers to put into your Google Product Feed product title is a huge player in getting the right visibility for your products. In addition to your product title, the rest of your product data plays a role as well. The more detailed and accurate the rest of your product data is, the more Google will be inclined to show your products for relevant search terms.
Did you know? Our team can help you optimize your feed and make it ideal for Google Shopping. Learn more by checking out our Product Feed services.